What do you get when you combine sci-fi, humor, CGI, and the potential unleashed by knowledge? What you – and readers of ALL ages – get is this work from Plástico, the directing team behind a campaign for the National Library Board of Singapore. Represented by Easy Mondays in the US, the directors bring to life the magic of reading in two new spots for the client, created via Ogilvy Singapore. They are: “The Unmasked Superhero” and “The Space Explorer,” both of which open with simple, mundane scenarios that are quickly turned upside down to show that anything is possible.
“The Unmasked Superhero” centers on a supermarket clerk, Auntie Kim, who has a mysterious hold over the kids and other customers visiting the store. A VO narrator wonders whether the compelling Auntie is secretly a crime fighter, a ninja, or perhaps a superhero infused with powers from a radioactive crab incident. Or maybe…she reads books that fuel her vivid imagination.
“One challenge was to work side by side with the CGI studio to create these worlds in a short amount of time,” the directors related. “The agency gave us freedom to work with the script and add a lot of creativity to the project. This allowed us to dive into the fantasy elements, like portals and giant crabs.”
Casting provided some fun challenges as well. “It was difficult to find an older woman who is not only a funny, talented actor, but can also do martial arts,” noted Plástico. “We also wanted to be mindful of the Singaporean audience by finding a widely diverse cast."
And in “The Space Explorer,” a tennis coach named Jason, who has evolved into an astronomy buff, dazzling friends and neighbors with his newfound knowledge. Did he get sucked through a wormhole to travel across time and boost his intelligence? Or has an alien abduction resulted in a reprogramming of his brain?? Of course, the answer could be as simple as Jason reading more interesting books. As the VO suggests, “Read more, be more.”
Plástico is a joint creative project founded by directors Ale Ruax and Rama Martínez. Ruax launched his career in production, working with top directors across the globe. Martinez mastered the art of conceptual design. The pair expanded their team to join forces with frequent collaborator Maca Rubio, a director with experience creating stunning commercials and music videos. To her work, she brings a unique eye for art direction, accomplishing ambitious goals without neglecting poetry and beauty. Plástico's work is like no other. Their style is unique, fresh, and always young. Their clients include Nike, Adidas, McDonald's, Burger King, Sony, Diesel, Pepsi, 7UP, Gatorade, Coca-Cola, Sprite, Volkswagen, and Ford, Chevrolet, Peugeot, Renault, Nissan, Toyota, amongsts. Individually, Rubio has worked with Adidas, Levis, Sedal, Nestle, Schneider, and more.
The Plástico collective is represented stateside via Easy Mondays, under its EM+Poster banner.
